Meet the lawyer-turned-co-founder behind TRIP, the pastel-hued drinks brand that helped make ‘wellness’ feel chic.

With its instantly recognisable aesthetic, emotionally intelligent branding and cult community appeal, Olivia Ferdi has built one of the most talked-about functional drinks brands on the market – sitting right at the intersection of health, culture and tech.

“The inspiration for TRIP was deeply personal,” Olivia says. “My husband, Daniel, suffered an injury just weeks before our wedding. While exploring natural remedies to support his recovery, we experienced transformative results that sparked a realisation: wellness shouldn’t be clinical or inaccessible.”

Fast forward a few years and TRIP is now stocked in more than 50,000 stores globally, valued at roughly $300 million, and backed by celebrity investors including Joe Jonas and Alessandra Ambrosio. Not bad for an idea first sketched out on the back of an envelope…

The Download with Olivia Ferdi:

The inspiration for TRIP…

Was deeply personal, born when my husband, Daniel, suffered an injury just weeks before our wedding. While exploring natural remedies to support his recovery, we experienced transformative results that sparked a realisation: wellness shouldn’t be clinical or inaccessible. We identified a significant market gap within the beverage industry – an alternative to sugary soft drinks and high-caffeine energy drinks. Using high-quality, flavour-forward formulas, we created an accessible daily ritual. We addressed the modern need for calm, scaling TRIP into a global lifestyle brand.

We took a bold leap…

Leaving careers in finance and law, and having sketched out the first can design on the back of an envelope, TRIP was formed. The focus was on navigating untested territory, from convincing manufacturers to produce small batches to defining a brand-new category in retail. We prioritised our distinctive, pastel aesthetic, and innovative flavours to differentiate ourselves from traditional sodas. By leveraging viral social media strategies and global ambassadors, we transformed a personal discovery into a hyper-growth brand centered on emotional wellbeing.

We faced a number of challenges…

The early stages of TRIP were defined by navigating a space where no roadmap existed. One of the most significant hurdles was category creation; we weren’t just launching a drink, but educating consumers and retailers on a brand-new category of functional wellness that sat entirely in its own space. Operationally, I faced immense friction finding manufacturers willing to produce small quantities, and the regulatory landscape was complex and misunderstood. Even retail placement was a battle at the start, breaking traditional rules to prove that our calming pastel cans belonged on premium shelves. If I had a dollar for every person that told me “this cannot be done”, “this won’t work”, its “too niche”…!

The way we funded initially was…

Daniel and I self-funded the launch, taking a massive personal risk by leaving our legal and finance careers. The first production run and artworking cost about $30,000 of our savings and we continued to use our savings to build stock through the first year. As we proved the market demand, we secured early investment from strategic partners. More recently, we closed a $40 million round backed by global ambassadors like Joe Jonas and Alessandra Ambrosio.

A defining turning point for TRIP was…

Our partnership with Selfridges in 2020, which served as a high-profile validation of the calm category. By securing a physical presence in such an iconic department store, we shifted the perception of functional wellness from a niche interest to a premium lifestyle essential. The next year Soho House partnered with us as an official brand placing it in their global houses in all hotel rooms and restaurants, cementing the brand in the cultural zeitgeist.

An early setback was…

The rejection from mainstream manufacturers and retailers who couldn’t categorise TRIP. Because we didn’t fit into the traditional soda or health supplement molds, so we were viewed as too risky or niche. I was told repeatedly that a calming drink had no place on shelves, that no one would understand this. The lesson learned was the power of uncompromising brand identity. Instead of changing our formula or aesthetic to fit existing shelves, we leaned into our mission. We learned to stop seeking permission and instead focus on building a community so loyal that retailers eventually had to come to us.

Maintaining motivation stems from…

A deep-rooted belief in our mission to help a billion people find calm. When challenges arise, I return to the community stories of how TRIP has genuinely improved someone’s daily life. That emotional feedback loop is more energizing than any financial metric. By prioritising my own mental wellbeing through the daily moments of calm we promote, I ensure my passion remains sustainable for the long term.

TRIP wasn’t born from a spreadsheet…

It was born from a genuine need for calm during a personal crisis. That personal connection and belief in your vision to solve a genuine problem becomes your North Star. Beyond passion, embrace boldness and persistence. Don’t be afraid to send that cold email or challenge industry norms, even when experts tell you it won’t work. We were told our pastel cans wouldn’t sell, yet they became our greatest asset. Finally, focus on community over transactions. If you can create a genuine emotional connection with your audience, your brand becomes more than just a product – it becomes a movement.

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